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Learning outcomes |
- Recognise the relevance of consumer behaviour for marketing professionals;
- Provide a conceptual and theoretical framework for consumer behaviour;
- Know and explain the elements (internal and external) that motivate the consumer;
- Understand the purchasing decision process;
- Discuss real cases with a focus on analysing consumer behaviour.
At the end of the course, the student should be able to:
Identify the influence of individual, social, economic and cultural dimensions on consumer attitudes and behaviour;
Discuss and critique real cases of consumer behaviour;
Propose marketing actions that incorporate knowledge of consumer behaviour.
The objectives are compatible with the teaching method since they allow the concepts to be presented and explained and, through discussion, to understand how they apply to the everyday reality of consumers.
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Main Bibliography |
Blackwell, R, Miniard & P, Engel, J. (2008). Comportamento do Consumidor. THOMSON PIONEIRA S. Paulo ( ISBN: 8522104123/ ISBN-13: 9788522104123)
Dittmar, H. (1996). Social psychology of economics and consumer behaviour. In G. Semin & K. Fidler (Eds.). Aplied social psychology (pp. 145-172). London: Sage Publications.
Dubois, B. (1993). Compreender o consumidor. Lisboa: Publicações Dom Quixote.
Engel, James F.; Blackwell, Roger D.; Miniard, Paul W. (2001). Consumer Behavior - International Edition, Thomson
Schiffman, Leon G.; Kanuk, Leslie Lazar (1997). Consumer Behavior, Prentice Hall
Solomon, Michael R. (2008) O Comportamento do Consumidor, Bookman S. Paulo. (ISBN: 9788577802548)
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